Track: Harnessing Creativity

In this session Renata Florio will unpack how bold ideas and inventive thinking can help marketers earn a disproportionate share of attention in even the most complex markets.

Drawing from award-winning creative campaigns, she’ll explore how brave creative thinking turns heads and turns into long-term value for brands. You’ll discover how disruptive ideas and a fearless approach to storytelling can set brands apart, especially in environments where differentiation feels impossible.

This session isn’t about chasing trend. It’s about understanding how creativity works as a serious business tool: earning attention, building emotional connection, and driving action across the full B2B journey.

Key takeaways:

• How to use creativity to drive standout attention in B2B spaces
• Why emotional storytelling and bold ideas always outperform
• Ways to bring braver, more original thinking into your own marketing